The first-ever experiential store to launch a product in Second Life. The full Microride range was offered while an extensive area was developed to give visitors a ‘try before buy’ experience communicating product benefits.

Users could interact with high jump facilities and a floor which gave them extra spring then purchase virtual shoes for their Avatars. We also projected TV spots to deliver a full campaign experience in-store while an external link enabled real-life purchasing.

Three out of five visitors to the virtual store bought the product and the volume of virtual sales earned back 14.5% of total investment. Visitors spent an average of seven minutes in the store. The campaign led to over 3750 online articles, TV interviews in Europe and extensive magazine coverage.